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طراحی مدل عوامل مؤثر در عملکرد صادرات شرکت‌های تولیدکنندة تجهیزات ورزشی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی کارشناسی‌ارشد کارآفرینی، دانشگاه تهران

2 کارشناسی‌ارشد کارآفرینی، دانشگاه تهران

چکیده

هدف این پژوهش، طراحی مدل عوامل مؤثر در عملکرد صادرات شرکت‌های تولیدکنندة تجهیزات ورزشی بود. این پژوهش ازحیث نوع پژوهش، کاربردی و ازنظر گردآوری داده‌ها، ازنوع توصیفی- پیمایشی بود. جامعة آماری پژوهش حاضر همة مدیران شرکت‌های تولیدکنندة تجهیزات ورزشی بودند که محصولات خود را به سایر کشورها صادر می‌کردند. طبق برآوردهای انجام‌شده، تعداد مدیران بالغ بر 72 نفر بود. در این پژوهش، برای نمونه‌گیری از روش نمونه‌گیری تصادفی ساده استفاده شد و تعداد 60 نفر از اعضای جامعه بررسی شدند. برای گردآوری داده‌ها از دو روش کتابخانه‌ای و میدانی (پرسش‌نامة پژوهشگرساخته متشکل از 39 سؤال) استفاده شد. برای بررسی رابطة بین متغیرها و تجزیه‌وتحلیل داده‌ها نیز از روش حداقل مربعات جزئی و نرم‌افزار اسمارت پی.ال.اس. استفاده شد. نتایج پژوهش نشان داد که بازارگرایی بر قابلیت‌های بازاریابی تأثیر دارد و قابلیت‌های بازاریابی بر مزیت رقابتی، قابلیت نوآوری و عملکرد صادرات تأثیر دارند. نتایج تأثیر مزیت رقابتی و قابلیت نوآوری را بر عملکرد صادرات نشان داد. همچنین، نتایج نشان‌دهندة نقش میانجی قابلیت‌های بازاریابی در رابطة بین بازارگرایی و عملکرد صادرات و نیز نقش میانجی مزیت رقابتی و قابلیت نوآوری در رابطة بین قابلیت‌های بازاریابی و عملکرد صادرات است. صادرکنندگان تجهیزات ورزشی می‌توانند با بهره‌گیری از نتایج این پژوهش و شناخت عوامل مؤثر در عملکرد صادرات و تقویت آن‌ها، عملکرد صادراتی خود را بهبود بخشند.

کلیدواژه‌ها

عنوان مقاله [English]

Designing the Model of Effective Factors on Export Performance of Sport Equipment Manufacturing

نویسندگان [English]

  • Negar Nowrozi 1
  • Mohammad Masum 2

1 M.Sc. Student in Entrepreneurship, University of Tehran

2 M.Sc. in Entrepreneurship, University of Tehran

چکیده [English]

The aim of this study is to design the model of effective factors on export performance of sport equipment manufacturing companies. This is an applied study in terms of type of research and descriptive survey in terms of data collection method. The statistical population of the study includes all manages of companies producing sport equipment that export their products to other countries. According to the estimations, there are 72 companies with such characteristics. For sampling purposes, simple random sampling has been used and 60 subjects from the population have been investigated. In this research, two methods of library and field studies (a researcher made questionnaire consisting of 39 items) have been used for data collection. In order to investigate the relationship between variables and data analysis, partial least squares and Smart PALS software have been used. The results of the study showed that market orientation has an impact on marketing capabilities and marketing capabilities have an impact on competitive advantage, innovation capability and export performance. Moreover, the results also confirmed the impact of competitive advantage and innovation capability on export performance. Other results confirm the mediating role of marketing capabilities in relation between market orientation and export performance, as well as the mediating role of competitive advantage and innovation capability in the relation between marketing capabilities and export performance. The exporters of sports equipment can improve their export performance by utilizing the results of this research and recognizing the effective factors on export performance and strengthening them.

کلیدواژه‌ها [English]

  • Marketing
  • Export Performance
  • Innovation Capability
  • Marketing Capabilities
  • Competitive Advantage
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مطالعات مدیریت ورزشی
دوره 10، شماره 51
آذر و دی 1397
آذر و دی 1397
صفحه 141-164
فایل ها
سابقه مقاله
  • تاریخ دریافت: 19 فروردین 1397
  • تاریخ بازنگری: 11 خرداد 1397
  • تاریخ پذیرش: 09 تیر 1397
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